So how do you break the stereotype and influence the beer industry?

You bring the conversation into the real world by launching a limited edition, desirable range of beers and make these beers the vehicle for your message.

Not just any beers, but 5 unique beers, brewed by 5 well-known breweries, with a twist. Each beer will be based on a South African Woman muse, not celebrities but ordinary women with a story to tell. Make beer bottle itself the conversation starter with cutting edge design and inspiring story telling.

Make the beers desirable by limiting the quantity and distribution, and use influential beer bloggers to review the beer. Launch the beer at a high profile media launch and drive it through social media and beer celebrity reviews. For every beer sold R2 is donated to the #Shelovesbeer bursary fund for a woman to study something in beer.

The bulk of the campaign was run through social media amongst an influential beer community. 2 weeks before the launch, we started with a teaser campaign across all our partner sites, as well as across the Facebook pages of #SheLovesBeer, the 5 Breweries, Beerhouse and League Of Beers. In this phase the #SheLovesBeer Collectable Series was announced, but not the beers and bottle designs themselves. The campaign encouraged beer lovers to buy their tickets to the Beerhouse pairing launch events in Johannesburg and Cape Town on the 1st and 8th of March.

On the 1st of March the full range of beers was revealed, and people were encouraged to buy through Beerhouse and online at Yuppiechef.co.za. The Tasting League’s 500 influential beer people reviewed and amplified the campaign, and the story was picked up on radio, in print and online. No money was spent for this campaign.

• All 10,000 beers sold in 7 weeks

• With a normative engagement of 1-3% on digital in the beer industry in South Africa we excelled with 3% on twitter, 11% on Instagram, and an incredible 30% engagement from the #Shelovesbeer Facebook community

• The campaign reached 85,500 people on twitter, and 67,734 on Instagram and 8,926 influential beer people through the #Shelovesbeer Facebook page

• We achieved a media PR reach of 670,251 and a value of R783,119.72

• R20,000 raised for the #Shelovesbeer bursary fund, a full year internship donated by Mad Giant brewery and we have received numerous requests by other breweries to become involved in next year’s campaign.